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Do you have a LinkedIn ABM platform? Follow these 5 tips for maximum results

LinkedIn is popular among marketers and sales because the platform is ideal for connecting with professionals, getting jobs and delivering content.

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LinkedIn is popular among marketers and sales because the platform is ideal for connecting with professionals, getting jobs and delivering content. Furthermore, LinkedIn ABM is a more focused approach to targeting ideal prospects and sending them messages that resonate with them.

Getting the most out of your account-based marketing by using LinkedIn advertising requires a strategy that is flexible about ad types, delivers seamless activation, and enhances customer experiences.

Businessman using LinkedIn application

While feasible, it is not intuitive. And that’s why this article discusses the best five practices to achieve maximum results.

1. Make use of LinkedIn’s special features

The first thing to do if you want to maximize your ABM by using LinkedIn ads is to take advantage of the unique features that LinkedIn offers. Some of these features include the location target field, which is mandatory and specific – you can target an audience based on country, state or city. In your ABM strategy, LinkedIn is essential to segment your audiences. First, build your ideal persona using target criteria like demographics, company and work experience. You can then target these personas using LinkedIn.

Targeting audiences is especially easy on LinkedIn when action-inspirational keywords like “leader” and “success” are used. But the most important thing is to understand what resonates with your LinkedIn audience, which helps you influence such audiences to act.

2. Perfect advertising frequency

Although LinkedIn limits advertising frequency, it is essential to understand how to navigate it. Ad Frequency is the interval you serve ads to your target audience, which can make the difference in your marketing strategy. If an audience sees your ad regularly, your brand will be the first one that comes to mind when needed.

Although you can control ad frequency with ad forms such as LinkedIn ads, LinkedIn limits this frequency to one serving per 48 hours for an individual. Nevertheless, you can bypass this limit by creating multiple ad sets. For example, if you create five ad sets, you can increase ad frequency and show one ad five times to an individual persona. Similarly, increasing ad sets is more effective if you have a niche audience and higher targeted spending.

Distributing content types across LinkedIn is a great way to increase ad frequency. This way, you can place a user in multiple campaigns containing different ads, helping you to target them with ads at a higher frequency.

3. Make sure your content is relevant and consistent

You can only link the advertising frequency of a LinkedIn campaign to your ABM strategy through messaging. To do so, only share content that is relevant to the stage of the account. For example, if the account is in the awareness stage, at the top of the funnel, or middle or bottom of the funnel, you should only use appropriate content.

Your messages should be consistently at the top of the funnel and include insights and industry trends. ebooks are also top-notch funnel content. The middle of the funnel requires more tact. It would be best if you only share tools or templates that target your personas’ daily use. You can use grain content at the bottom of the funnel, including customer case studies and use cases. It’s important to note that the stage of your buyer’s journey determines the type of content you share.

With consistent messaging across your marketing channels, you can create cross-channel alignment. Finally, when you bring in your own channels, it’s easier to see how your brand is clearly resonating.

Entrepreneurs running a business idea
Photo Credit: LinkedIn Sales Navigator / Unsplash

4. Use CTAs that match your buyer’s trip

After deploying relevant content that fits your buyer’s personal position in the sales funnel, the use of a clear and targeted CTA is essential to maximize such efforts. The first step in creating an appropriate CTA is to think about the action you want the target to take. At the top of the funnel CTAS should be informative, while middle funnel may include CTAs to ask for demonstration participation or webinar registrations. A suitable CTA for the bottom of the funnel includes sending the audience to your sales team.

An audience that is not aware of your brand will not download your e-book. Therefore, you need to separate accounts that you are considering at the top of the funnel and determine if they know your brand. From there, you can make decisions.

5. Test and Test always

Through consistent testing, you can only understand in your advertising campaign what works and what does not. Therefore, you should always have your A / B testing strategy at hand. Through testing, you can monitor the ads that are shown to your audience and understand where adjustments are needed.

For example, you can evaluate messages and creative performance through click-through rates. However, this metric does not indicate the overall effectiveness of your channel. Using revenue and pipeline, you can test your ABM platform’s efficiency and overall success.

LinkedIn application

Finish

Although LinkedIn ABM effectively generates high quality clues, you can only maximize the strategy by following best practices. The tips discussed in this article will help you develop a formidable advertising strategy.

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